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A new research paper released by Lee Rainie and his team at PewInternet, examined how users engage with Facebook, and how we might expect usage trends to evolve in 2013.1 The study indicates that 61% of users have at some point taken a voluntary break from the social network, and that 27% plan to reduce their time on Facebook this year. The research is instructive when trying to understand Facebook’s advertising revenue growth potential.

The study presents a few key findings about Facebook’s domestic user base growth potential. Foremost, the study gives us a sense of the fluidity of Facebook’s user base in the United States. PewInternet pegged the user base attrition rate at 20%, where users deleted an account they previously held. Concurrently, 8% of US online adults who do not currently have a Facebook account claimed to be interested in joining the social network.

PewInternet also presented findings that illustrate for how long Facebook’s users intended to utilize the social network in 2013. Among 18-29 year old users, only 1% intended to increase their current amount of site usage. 61% anticipated to maintain their current level of usage, while 38% intended to reduce their time spent on the site. Users in the 30-49 year old, and 50+ year old brackets indicated similar intentions.

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Continuance, a Facebook analysis blog, explores operational and financial indicators to evaluate Facebook and its stock performance, and evaluates trends in social networking and mobile communications.